‘The Home of Possibilities ‘ – that’s what adidas are calling their newest flagship store which was unveiled two days ago in Delhi’s prime location: Connaught Place. The sportswear giant’s new store is a blend of multiple digital touchpoints, sustainability zone, and is a perfect example of what the future retail experience holds for customers.
The 5900 sq-ft. retail store is spread across 4 floors and adidas’ ‘Own The Game’ strategy strives to focus on 3 important aspects which are Experience, Sustainability, and Credibility. The store has 32 digital touchpoints which are powered by green energy, and the store utilises immersive screens, digital plinths, and ceiling screens to give customers a scintillating new shopping experience.
The store’s flooring is also made with upcycled carbon tiles made of carbon collected from environmental pollution. This large sprawling store is also the first LEED-certified store in the country, and it also includes the aforementioned ‘Sustainability Zone’ thereby aligning with adidas’ long-term vision and commitment towards sustainability. It also displays the End Plastic Waste logo.
Commenting on the new flagship store launch, Mr. Sunil Gupta, Senior Director, Brand adidas, India said, “We are thrilled to open our first flagship store in India in the heart of the capital -CP. ‘The Home of Possibilities’ is the very best of our brand in an unrivalled way, that brings a global shopping experience under one roof. Our aim is to reimagine the physical experience through innovation, creativity, and design which further offers our consumers a unique shopping experience. We have also brought in local flavours and elements, through the artwork in-store, the zones featuring our national athletes, and quirky local prints in the customization zone.”
The new flagship store in CP also has a dedicated section for ‘Customisation, Personalisation, & Localisation’ which is being called The Delhi Print Shop which offers the consumers a digital DIY experience, by aiding them to get their tees customised and personalised.
An ‘Outdoor’ collection zone for hiking and trail running sportswear features a skylight ceiling. The new store also houses a dedicated ‘Originals’ section in the ‘Collection’ concept along with Men’s performance and Basketball section. The store also has an entire floor dedicated to the football collection for the football fanatics. It features a digital footwear wall, victory mannequin, lit crest and LED field lines on the ceiling.
The press release further mentions that shoppers ‘will find the very best of the brand across Sport Performance apparel and footwear as well as the latest Originals designs and collaborations including YEEZY, adidas by Stella McCartney, Y-3 and IVY PARK.
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